How lab-created gemstones line DANI by Daniel K took root, inspired by the brand’s high jewellery collections

The brand has seen a noticeable market shift towards lab-created simulated gemstones, driven by a growing appreciation for the craftsmanship and finish that can be achieved at a fraction of the cost of natural stones

What began in New York as an idea to make a diffusion jewellery line inspired by high jewellery collections has evolved into a distinct brand, DANI by Daniel K, as its Founder, Daniel Koren, strives to make the designs more accessible to a broader market.

In an exclusive interview with The Retail Jeweller MENA, Daniel Koren, Founder and Creative Director of DANI by Daniel K, delves into his brand’s evolution and growth strategy.

What inspired the establishment of DANI by Daniel K?

Over 20 years ago, I began receiving offers from television shopping networks to create a diffusion line based on my high jewellery, but I hesitated, fearing it might dilute my Daniel K brand. Eventually, I agreed to a two-year contract with one network, where I would appear five times a year to promote a collection of silver and CZ jewellery. However, the presentation of the collection fell short of my expectations, and the venture was not as successful as anticipated. Instead of walking away, I saw an opportunity to prove the concept could succeed with the right approach. Thus, DANI by Daniel K was born, offering luxurious yet affordable jewellery for everyone.

Give us an overview of your current operations and flagship store.

We are a global brand – our main store is located in the Dubai Mall. We also have locations in City Walk in the UAE, KSA Riyadh Park as well as store locations in Moscow. Due to high demand, we are rapidly expanding, with two additional stores opening in KSA and one in Mayfair, London, by the end of 2024. Our sales in the US and European markets primarily occur through our e-commerce platform, which has recently been refreshed. We are moving into the next phase of development to further enhance our customers’ digital experience by the end of 2024.

What are your signature collections?

The Uternity design is my original patented concept that I first introduced 22 years ago, a unique twist on the classic eternity ring. It has won multiple awards. We have 10 other classic lines that are built into seasonally; however, our business model is such that there are continuous collections, always arriving in our stores.

How does DANI by Daniel K differentiate itself from other retail jewellery brands in Dubai?

What distinguishes our collections is fine craftsmanship that natural stones offer without compromising on the designs or technical expertise. Stones are cut in the best diamond-cutting centres worldwide, hand- cut on a diamond wheel in the same way as natural diamonds. Design, craftsmanship and aesthetics are paramount to me, with no compromise. It took about two years to train our artisans in creating high-end jewellery using lab-created simulated gemstones, similar to my Daniel K collection in platinum and diamonds. When you look at our DANI collection, you cannot differentiate between diffusion and high jewellery -only the price sets them apart.

How have you observed customer trends evolving and how has this influenced your product development and customer engagement strategies?

I continuously engage in research, design and manufacturing processes to align with current trends, ensuring our customers are consistently intrigued and returning to explore what’s new. I listen to our customers closely and look to meet their needs in terms of the latest trends while ensuring a DANI touch. Our commitment to timely delivery, from concept to store, is steadfast, typically achieved within 6 to 8 weeks.

Our customer demographics vary by region, but they share a common trait: a preference for a personalized shopping experience. They seek luxury products that offer both quality and affordability. Interestingly, customers who purchase natural diamond and gemstone pieces are also enthusiastic about styling their looks with pieces from our diffusion line. In recent years, there has been a noticeable market shift towards lab-created simulated gemstones. This change is driven by a growing appreciation for the craftsmanship and finish that can be achieved at a fraction of the cost of natural stones. Key to our growth over the years is our consistent ability to deliver quality craftsmanship and design with a personal approach to customer service. This strategy has not only attracted new audiences who can experience our designs firsthand.  

By Bushra Satkhed 

Retail Jeweller World Exclusive